An empirical analysis of the role of industrial brands for industrial distributors

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01 July 2012

Written by Andreas Hinterhuber, Giulia Hinterhuber

Journal of Strategy and Management

Do industrial retailers value industrial brands? We conduct two studies with B2B retailers and find that industrial brands are at least as important as price and margins for B2B retailers as purchase factor. Industrial brands thus create value not only for industrial end-users, but also for industrial distributors.